# Marketing & Creative A practical guide to configuring Daylite for marketing and creative agencies — covering client accounts, new business pipelines, campaign delivery, team coordination, and the relationship management that keeps retainers renewing. *** ## Why Daylite for Marketing & Creative Agencies Agency work is relationship work. The difference between a client who renews their retainer and one who quietly moves to a competitor is rarely the quality of the creative — it's whether they felt heard, informed, and well-managed at every stage. That requires a system. Most agencies cobble together project management tools, email threads, spreadsheets, and Slack channels, and end up with client history scattered across three platforms and no one person who has the full picture. Daylite brings your client relationships, new business pipeline, active campaigns, and team tasks into a single place and links them together. The account lead, the current project brief, the approval chain, the outstanding invoice, and the renewal date all live on one record. When a client calls to ask about the status of their campaign, anyone on the team can answer in seconds. When it's time to pitch a renewal or an upsell, you have the full history of the relationship to draw from. Daylite is particularly well-suited to agencies that manage a mix of project-based work and ongoing retainers, where client relationships need to be nurtured continuously alongside delivery. *** ## Similar industries * **PR and communications agencies** — same pitch-to-delivery cycle; pipeline stages, account management workflows, and retainer tracking apply directly. * **Digital and performance marketing agencies** — paid media, SEO, and social media management firms share the same client account structure and retainer renewal challenges. * **Video production and content studios** — minimal adaptation needed; treat productions as projects and briefs as the intake form. * **Brand and experiential agencies** — the account management model fits boutique event-marketing studios and mid-size full-service shops alike. * **Advertising agencies** — traditional or out-of-home media agencies fit this structure equally well. * **Independent marketing consultants and communications strategists** — use a simplified version, collapsing the Company-heavy structure into a People-first setup while keeping the pipeline and activity set logic intact. *** ## People vs. Companies — Know the Difference This is the most important concept to understand before setting anything else up, even before importing your contacts. Daylite treats **People** (individual contacts) and **Companies** (organisations, brands, businesses) as entirely separate objects, each with their own categories, keywords, roles, and history. Getting this right from day one will make your database clean, filterable, and useful for years. ### The Core Mental Model **Companies** are your clients. The agency relationship is with the brand or business — not any one individual. Brand managers, marketing directors, and CMOs come and go. If you build the relationship on the Person record and that contact leaves, you lose the history. Build it on the Company, and the full account history — briefs, campaigns, emails, notes — stays intact regardless of who you're dealing with today. **People** are the individuals you deal with at those companies, plus your freelancers, media partners, referral contacts, and industry peers. A Person linked to a Company in a Role is your contact at that account. A Person without a Company link is a direct relationship — a freelancer, a journalist, a fellow agency owner. ### Which Record Type to Use | Scenario | Primary Record | Secondary Record | How They Connect | | --------------------------------------------------- | -------------- | -------------------------------------- | ----------------------------- | | Brand or business client | **Company** | Person (their marketing contact) | Role: Marketing Manager / CMO | | SMB client where you deal with the owner personally | **Person** | Company (their business) | Role: Owner / Director | | Freelancer or contractor | **Person** | — | — | | Media outlet or publisher | **Company** | Person (your ad rep or editor contact) | Role: Account Rep / Editor | | Referral partner or strategic partner agency | **Company** | Person (your contact there) | Role: Partner Contact | | Prospect you met at a conference | **Person** | Company (their employer) | Role: Employee | | Industry peer / creative director at another agency | **Person** | — | Relationship: Peers with | > **The key distinction:** If the business relationship outlasts the individual — and for most agency clients, it does — make the **Company** the primary record. Link the individual as a contact with a Role. If your relationship is genuinely person-specific regardless of where they work (a freelancer, a trusted journalist, a mentor), the Person is the primary record. *** ## Setting Up People (Individual Contacts) People in the agency world include client-side contacts, freelancers, media contacts, production partners, and the referral relationships that fuel new business. Set up your structure before you import. > Before importing contacts, follow the guide below to ensure you have the right foundation and structure in place. ### People Categories Categories are broad buckets — the *type* of person. Keep this list short and mutually exclusive. | Category | Who It's For | | --------------------------- | ---------------------------------------------------------------- | | **Client Contact** | Individual at a current client account | | **Prospect Contact** | Individual at a company you're pursuing | | **Freelancer / Contractor** | Copywriters, designers, developers, photographers on your roster | | **Media / Press** | Journalists, editors, podcast hosts, influencers | | **Partner** | Contacts at partner agencies, vendors, or strategic allies | | **Industry** | Peers, conference contacts, association members | | **Personal** | Non-business contacts | ### People Keywords Keywords are the detail layer — stack as many as needed per person. A contact can have multiple keywords simultaneously. **Seniority & authority:** * Decision Maker * Budget Holder * Day-to-Day Contact * C-Suite * Mid-Level Manager **Relationship status:** * Key Relationship * At-Risk Contact * New Contact * VIP * Warm Introduction Needed **Specialty (for freelancers and partners):** * Copywriting * Brand Strategy * Art Direction * Web / Digital * Motion & Video * Photography * PR & Communications * Media Buying * UX / Product Design **Lead source:** * Lead Source: Referral * Lead Source: Conference / Event * Lead Source: Inbound Inquiry * Lead Source: Cold Outreach * Lead Source: Existing Client Introduction ### Roles Roles describe the function someone plays *in the context of a specific opportunity or project* — not their job title. > **Role vs. job title:** "James is the Decision Maker on the Acme Rebrand project" is a Role. "James is Chief Marketing Officer" is a job title — that goes in the Title field on the contact record, not as a Role. Use Role for Smart Lists and filtering (it's a consistent dropdown); use Title for context (it's free text and won't reliably filter). | Role | Used When | | ------------------ | ------------------------------------------------------------------------- | | Decision Maker | Has authority to approve budgets, sign contracts, and greenlight creative | | Day-to-Day Contact | Your primary liaison for briefs, feedback, and approvals | | Creative Approver | Reviews and signs off on creative work before production | | Legal / Contracts | Handles MSAs, SOWs, and NDAs | | Billing Contact | Accounts payable — who receives and processes invoices | | Stakeholder | Has an interest in the project but isn't the primary decision-maker | | Collaborator | Freelancer or contractor linked to a specific project | | Account Lead | Your internal team member who owns the client relationship | ### Relationships Relationships capture the two-way connection between people. * Referred by / Referred to * Works with / Works with * Manager of / Managed by * Introduced by / Introduced to * Partner of / Partners with * Friend of > **Referral tracking tip:** When a client introduces you to a new prospect, link those contacts with "Referred by / Referred to." Over time this shows you your most valuable connectors — and makes sure you acknowledge and reciprocate appropriately. *** ## Setting Up Companies (Client Accounts & Partner Organisations) Companies are your client accounts. Every brand, business, or organisation you work with — current, past, or prospective — should have a Company record. Even if you don't have a named contact there yet, create the Company first so you can attach contacts, opportunities, and projects to it as the relationship develops. ### Company Categories | Category | What It's For | | --------------------- | ------------------------------------------------------------------- | | **Active Client** | Currently engaged on a retainer or active project | | **Past Client** | Previously worked with — potential for re-engagement | | **Prospect** | In active new business conversations or on your hit list | | **Partner Agency** | Complementary agencies you refer work to or collaborate with | | **Supplier / Vendor** | Print suppliers, production houses, platform partners, tech vendors | | **Media / Publisher** | Outlets, networks, or platforms you buy media through | | **Industry Body** | Associations, awards bodies, trade organisations | ### Company Keywords **Engagement type:** * Retainer Client * Project-Based Client * One-Off Engagement * Multi-Discipline Account * Referred In **Service area:** * Brand Strategy * Campaign Creative * Digital Marketing * Social Media Management * Web Design & Development * PR & Communications * Media Planning & Buying * Content Production * SEO / Performance **Account health:** * Key Account * At-Risk Account * Renewal Due * Growth Opportunity * Upsell Potential * Payment Issues ### Company Types * Corporation * Small Business / Sole Trader * Non-Profit / Charity * Government / Public Sector * Agency * Start-up * Enterprise ### Company Industries * Retail & E-commerce * Technology & SaaS * Financial Services * Health & Wellness * Food & Beverage * Real Estate & Property * Education * Hospitality & Tourism * Fashion & Lifestyle * Professional Services * Automotive * Entertainment & Media * Not-for-Profit ### Roles on Companies | Role | Use When | | ----------------- | ------------------------------------------------------------- | | Primary Contact | Your go-to person for day-to-day account matters | | Decision Maker | Who approves the budget and signs off on strategy | | Creative Approver | Who reviews and approves creative work | | Billing Contact | Who receives invoices and processes payments | | Stakeholder | Senior executive or board member with interest in the account | | Account Lead | Your internal person who owns this account | ### Company Relationships * Parent Company of / Subsidiary of * Partner of / Partners with * Referred by / Referred to * Competes with * Acquired by / Acquired *** ## New Business & Pitches (Opportunities) Every new business conversation — from an inbound enquiry to a competitive pitch to an upsell discussion with an existing client — should become an Opportunity in Daylite. This is how you keep your pipeline visible and avoid the most common agency failure mode: chasing new work reactively because no one tracked what was in progress. When to create an Opportunity: * An inbound enquiry arrives from a new prospect * You reach out to a prospect and they respond positively * An existing client asks about additional services or a new project * You're invited to pitch or respond to an RFP / RFI * A referral partner introduces you to a potential client * A past client re-engages **Naming convention:** use a format that makes the opportunity instantly recognisable on the board — `[Client/Prospect] – [Service / Project Type] – [Year]`. For example: `Acme Corp – Brand Refresh – 2026` or `Greenfield Retail – Social Retainer – Q3 2026`. ### Opportunity Categories | Category | What It's For | | --------------------------- | ----------------------------------------------------------- | | **Brand & Strategy** | Brand strategy, identity, positioning, messaging frameworks | | **Campaign Creative** | Advertising campaigns, content series, launches | | **Digital & Social** | Social media management, paid social, digital advertising | | **Web & Digital Products** | Website design and build, landing pages, digital tools | | **PR & Communications** | Public relations, media outreach, thought leadership | | **Retainer** | Ongoing monthly engagement across any service area | | **Media Planning & Buying** | Media strategy and paid media management | | **Content Production** | Video, photography, copywriting, podcast production | ### Opportunity Keywords * Competitive Pitch / RFP * Sole Invite * Upsell / Expansion * Renewal * Referral * NDA Required * Multi-Year Potential * Budget Confirmed * Urgent Timeline ### Opportunity Types Opportunity Type captures *how* the business came to you — critical for understanding which channels generate the most valuable work. * Inbound – Direct Enquiry * Inbound – Website / Content * Inbound – Referral (Client) * Inbound – Referral (Partner) * Outbound – Cold Outreach * Outbound – Warm Introduction * Invitation to Pitch / RFP * Existing Client – Expansion * Existing Client – Renewal * Conference / Event ### Won and Loss Reasons Track these consistently — patterns over a quarter tell you more about your positioning than any strategy session. **Won:** * Strategic Fit * Creative Differentiation * Competitive Rate / Value * Strong Existing Relationship * Speed of Response * Referral / Trust Transfer * Category or Industry Expertise **Lost:** * Rate / Budget Mismatch * Competitor Selected * Client Went In-House * Project Cancelled / Postponed * No Response / Gone Dark * Timing / Capacity on Their Side * Proposal Missed the Brief ### Opportunity Pipeline This pipeline covers the full arc of a new business conversation — from first contact to signed agreement. | Stage | What It Means | | ----------------------------------- | ------------------------------------------------------------------- | | **1. Initial Contact** | First conversation made — inbound received or outbound responded to | | **2. Discovery** | Needs established — discovery call completed, brief understood | | **3. Proposal / Pitch In Progress** | Actively working on the proposal, pitch deck, or scope of work | | **4. Proposal Submitted** | Proposal or pitch delivered — awaiting client response | | **5. Negotiation** | Scope, rate, or terms being discussed | | **6. Contract Out** | Agreement sent — awaiting signature | | **7. Contract Signed** | ✅ Won. Convert to a Project to begin delivery. | *** ## Campaign & Project Delivery (Projects) When a contract is signed, convert the Opportunity to a Project. The Project tracks everything from kickoff through delivery and sign-off. Each campaign, retainer month, or discrete engagement becomes its own Project so all briefs, emails, tasks, assets, and milestones stay together in one place. Think of the Project record as the account file — everything that relates to delivering this piece of work lives here. ### Project Categories | Category | What It's For | | ------------------------- | ------------------------------------------------------------------------ | | **Brand & Identity** | Brand strategy, logo, visual identity, brand guidelines | | **Campaign** | Advertising or marketing campaign with defined deliverables and timeline | | **Retainer** | Ongoing monthly service engagement | | **Website** | Website design, build, or redevelopment | | **Content Production** | Video, photography, written content, podcast | | **Digital & Performance** | SEO, paid media, social media management | | **PR & Comms** | PR campaign, media relations, thought leadership | | **Strategy** | Research, strategy, or consulting engagement | ### Project Keywords * Awaiting Client Brief * Brief Received * Awaiting Client Approval * Client Feedback Overdue * Rush / Expedited Timeline * Phase 1 / Phase 2 / Phase 3 * Requires Legal Review * Multi-Platform Delivery * Assets Pending from Client * Evergreen * Seasonal / Time-Sensitive ### Project Pipeline | Stage | What It Means | | --------------------------- | -------------------------------------------------------------------------------------------- | | **1. Kickoff** | Contract signed. Kickoff meeting scheduled. Brief, assets, and access requested from client. | | **2. Strategy & Planning** | Research, strategic framework, or media plan being developed. | | **3. Creative Development** | Active concept or production work in progress. | | **4. Internal Review** | Work reviewed internally before presenting to client. | | **5. Client Presentation** | Work presented — awaiting client feedback. | | **6. Revisions** | Addressing client feedback. | | **7. Final Approval** | Final version submitted — awaiting written sign-off. | | **8. Production / Launch** | Approved work in production, going live, or being delivered. | | **9. Reporting & Wrap** | Post-launch reporting, results summary, or project close documentation. | | **10. Invoice Sent** | Final invoice submitted — awaiting payment. | | **11. Complete** | Payment received. Project closed. | *** ## Calendar Categories Colour-code your calendar so the whole team can read a week at a glance. | Category | Suggested Colour | What It's For | | ---------------------------- | ---------------- | --------------------------------------------------------- | | **Client Meeting** | Orange | Briefings, presentations, reviews, check-ins | | **Internal Creative Review** | Blue | Team reviews before client-facing presentations | | **New Business** | Green | Pitch presentations, prospecting calls, networking | | **Production / Shoot** | Red | Photography, video shoots, recording days — fully blocked | | **Strategy Session** | Purple | Internal or client workshops, planning sessions | | **Admin** | Grey | Invoicing, reporting, contracts, resource planning | | **Deadline** | Yellow | Deliverable due dates, launch dates, contract deadlines | | **Team** | Teal | All-hands, training, culture events | *** ## Activity Sets Activity Sets are pre-built task sequences you apply to a Project or Opportunity with a single click. For agencies, every new project kickoff, every new business pitch, and every retainer renewal follows nearly the same sequence. Build these once and your team never has to remember the checklist again. Each task uses one of two timing anchors: **After start** (N days after the record's start date) or **Before end** (N days before its due date). Set the start and due dates to the meaningful milestones for that phase so both anchors land correctly. ### "New Business Pitch" Activity Set **Apply this when:** An Opportunity enters the Proposal / Pitch In Progress stage. Set the Opportunity **start date** = date pitch work begins. Set the **due date** = proposal submission deadline. | Day | Timing | Type | Title | | --- | ----------- | ----------- | ------------------------------------------------------------- | | 0 | After start | Task | Send discovery questions / brief to prospect | | 1 | After start | Task | Schedule discovery or briefing call | | 3 | After start | Appointment | Discovery call with prospect | | 5 | After start | Task | Complete internal briefing — align team on scope and approach | | 10 | After start | Task | Complete proposal / pitch deck | | 11 | After start | Task | Internal review of proposal — sign off before sending | | 1 | Before end | Task | Submit proposal to client | | 1 | Before end | Task | Send follow-up email confirming receipt and next steps | ### "Post-Pitch Follow-Up" Activity Set **Apply this when:** Proposal has been submitted. Set **start date** = submission date. Set **due date** = expected decision date. | Day | Timing | Type | Title | | --- | ----------- | ---- | -------------------------------------------------------- | | 7 | After start | Task | Follow up if no response received | | 3 | Before end | Task | Final follow-up — confirm decision timeline or close out | | 0 | Before end | Task | Mark Opportunity Won or Lost — record reason | ### "Campaign Kickoff" Activity Set **Apply this when:** Contract is signed and project is confirmed. Set Project **start date** = contract signed date. Set **due date** = campaign go-live or first major milestone date. | Day | Timing | Type | Title | | --- | ----------- | ----------- | -------------------------------------------------------------- | | 0 | After start | Task | Send kickoff confirmation and onboarding form to client | | 0 | After start | Task | Create project record — add all linked contacts and set owner | | 2 | After start | Appointment | Kickoff meeting with client | | 3 | After start | Task | Confirm brief, assets received, and access granted | | 5 | After start | Task | Brief internal team — assign roles and workstreams | | 7 | After start | Task | Confirm project timeline and milestones with client in writing | | 14 | After start | Task | First internal creative review checkpoint | | 5 | Before end | Task | Schedule client presentation | | 3 | Before end | Task | Address any client feedback — final revisions | | 1 | Before end | Task | Obtain final written approval before launch | | 0 | Before end | Task | Deliver / launch campaign | ### "Retainer Monthly Check-In" Activity Set **Apply this when:** Start of each retainer month. Set **start date** = first day of the month. Set **due date** = last day of the month. | Day | Timing | Type | Title | | --- | ----------- | ----------- | -------------------------------------------------- | | 1 | After start | Task | Send monthly activity summary to client | | 3 | After start | Appointment | Monthly retainer check-in call | | 3 | After start | Task | Log notes from check-in call to project record | | 5 | After start | Task | Confirm priorities for the coming month in writing | | 5 | Before end | Task | Prepare next month's scope and send for approval | | 3 | Before end | Task | Send monthly invoice | *** ## Forms & Custom Fields Every new project involves a client brief, approvals, and billing details that need to be captured consistently. Without a Form, this information gets buried in email. With a Form, it lives on the record — structured, findable, and standard across every account. **Forms vs. Custom Fields — which to use:** | | Use When | | ---------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Form** | You need a named group of related fields that only apply to some records — e.g. a creative brief on a Project, a qualification checklist on an Opportunity | | **Custom Field** | You need a single field that should appear on every record of that type — e.g. an Agreed Fee on every Opportunity | Forms are created in **Settings > Forms**. After defining a form, you manually attach an instance to a record when relevant. A record can have multiple forms attached. *** ### Form: Creative Brief (Project) Apply this form at kickoff. It replaces the email chain where the brief gets buried and ensures every team member is working from the same documented brief. | Field | Type | Notes | | ----------------------------------- | ------------- | ----------------------------------------------------------------- | | Project Overview | Text | One-paragraph summary of what the project is and why | | Business Objective | Text | What the client is trying to achieve commercially | | Target Audience | Text | Who the work is for — demographics, behaviours, mindset | | Key Message | Text | The single most important thing the audience should take away | | Mandatories | Text | Logo rules, legal copy, brand lockups, things that cannot change | | Deliverables | Text | Exactly what is being produced — formats, sizes, quantities | | Approved Budget | Currency | Client-confirmed budget for this project | | Campaign Start Date | Date | When work must go live or be delivered | | Campaign End Date | Date | End of campaign or delivery window | | Approval Required Before Production | Checkbox | Does the client need to sign off on concepts before execution? | | Approval Contact Name | Text | Who reviews and approves work | | Approval Contact Email | Text | | | Payment Terms | Popup Options | Net 14 / Net 30 / 50% Upfront + 50% on Delivery / Milestone-Based | *** ### Form: New Business Qualification (Opportunity) Apply this form during the Discovery stage to confirm the opportunity is worth the investment of a full pitch. | Field | Type | Notes | | --------------------------- | ------------------- | --------------------------------------------------------- | | Budget Confirmed | Checkbox | Has a budget range been indicated? | | Estimated Budget | Currency | Their stated or inferred budget | | Decision Maker Identified | Checkbox | Do you have the right person engaged? | | Competitive Pitch | Checkbox | Are other agencies pitching? | | Number of Agencies Pitching | Number | | | Pitch / Decision Date | Date | When they need a response or will decide | | Services Required | Multiple Checkboxes | Brand / Campaign / Digital / Web / PR / Retainer / Media | | Why Us? | Text | Why did they come to you — what's the angle? | | Conflicts to Check | Text | Any existing client conflicts to verify before proceeding | *** ### Custom Fields Custom fields appear on every record of their type and are configured in **Settings > Custom Fields** by renaming the built-in Extra fields. Each object supports up to 12 text fields (Extra 1–12) and 4 date fields (Extra Date 1–4). Field types are limited to text (free text) and date — for richer types such as currency, checkbox, or dropdown, use a Form instead. **On Opportunity — suggested label assignments:** | Settings Label | Rename To | Type | | -------------- | ------------------------------ | ---- | | Extra 1 | Agreed Fee | Text | | Extra 2 | Monthly Retainer Value | Text | | Extra Date 1 | Retainer Start Date | Date | | Extra Date 2 | Contract Expiry / Renewal Date | Date | **On Project — suggested label assignments:** | Settings Label | Rename To | Type | | -------------- | --------------------- | ---- | | Extra 1 | Purchase Order Number | Text | | Extra 2 | Invoice Number | Text | | Extra 3 | Hours Budgeted | Text | | Extra 4 | Client Portal URL | Text | | Extra Date 1 | Payment Received Date | Date | > **Note:** Agreed Fee and Monthly Retainer Value are stored as free text — custom fields have no currency formatting. For structured budget capture with currency formatting, use the New Business Qualification Form. *** ## Letter & Email Templates Build reusable templates for the messages you send on every pitch cycle and project — new business acknowledgement, proposal delivery, contract cover, kickoff confirmation, approval request, and project close. These save time and ensure every client receives clear, consistent communication regardless of which team member sends it. Use `<$cnt.firstname$>` for the contact's first name, `<$me.firstname$>` or `<$me.fullname$>` for the sender's name, and `{{placeholder}}` for context-specific details filled in at send time. *** ### Template: Inbound Enquiry Response **Used For:** Responding to a new business enquiry — send within a few hours of receipt. > Hi <$cnt.firstname$>, > > Thanks for reaching out — we'd love to explore how we can help {{Company Name}}. > > From what you've shared, it sounds like you're looking for support with {{brief description of their need}}. That's squarely in our wheelhouse — we've worked with a number of {{relevant sector}} businesses on exactly this kind of challenge. > > To make sure we put something genuinely useful together for you, it would help to know a little more about your goals, timeline, and what success looks like for this project. > > Would you be open to a 30-minute call this week? I'll send a few times that work on our end. > > Looking forward to the conversation. > > Best, <$me.firstname$> *** ### Template: Proposal Delivery **Used For:** Sending your formal proposal or pitch — after discovery, before contract. > Hi <$cnt.firstname$>, > > Thank you for the time last week — it was really useful to get into the detail of what you're trying to achieve. > > I've attached our proposal for {{project name}}. It covers our recommended approach, deliverables, timeline, investment, and the team who would work on this. > > A few things worth calling out: > > * {{Key differentiator or approach highlight 1}} > * {{Key differentiator or approach highlight 2}} > * {{Any assumption or dependency worth flagging}} > > We're excited about this opportunity and confident we can deliver something that moves the needle for {{Company Name}}. > > Happy to walk you through it on a call — just let me know. Otherwise, if you have any questions on the document itself, reply here and I'll come back to you quickly. > > Best, <$me.firstname$> *** ### Template: Project Kickoff Confirmation **Used For:** Confirming the start of a project after contract is signed — sets expectations and requests assets. > Hi <$cnt.firstname$>, > > Excellent — we're thrilled to be working with {{Company Name}} on {{Project Name}}. > > To make sure we hit the ground running, I've attached a short onboarding form — it captures the brief, any brand assets we'll need, and approval contacts. If you can complete this before our kickoff call, that would be ideal. > > **Kickoff call:** {{Date & Time}} **Agenda:** Introductions, brief walkthrough, timeline confirmation, Q\&A > > In the meantime, if there are any existing brand assets, guidelines, or relevant background materials you can share, please send them through and we'll review ahead of the call. > > Looking forward to getting started. > > Best, <$me.firstname$> *** ### Template: Creative Approval Request **Used For:** Submitting work for client review — creates a clear paper trail for approvals. > Hi <$cnt.firstname$>, > > We're ready for your review on {{Project Name / deliverable description}}. > > {{Link or attachment to work}} > > **What we're asking you to review:** {{Specific items requiring feedback or approval}} > > **Please let us know:** > > * Is this approved to proceed? > * If changes are needed, please consolidate all feedback in a single round of comments by {{feedback deadline date}}. > > Once we have your written approval, we'll move into {{next stage — e.g. "final production"/"launch"/"print"}}. Please note that changes requested after approval may affect timeline and cost. > > Thanks, <$me.firstname$> *** ### Template: Project Close & Results Summary **Used For:** Wrapping a project — delivering results, closing the loop, and setting up the next conversation. > Hi <$cnt.firstname$>, > > {{Project Name}} is now complete. Here's a quick summary of what we delivered and how it performed. > > **Delivered:** {{Bulleted list of deliverables}}> > > **Results:** {{Key metrics, outcomes, or feedback received}} > > It's been a pleasure working with the team at {{Company Name}} on this one. {{Optional: one sentence on something that went particularly well or a highlight from the project.}} > > I'd love to find 20 minutes to debrief — both on this project and to talk about what's coming up for {{Company Name}} in the next quarter. Happy to suggest some times if that works. > > Best, <$me.firstname$> *** ## Smart Lists Smart Lists are saved filters that live in Daylite's sidebar and update automatically. Every time a record changes — a brief comes in, a project moves stage, an invoice goes overdue — your Smart Lists reflect it instantly. Think of them as always-on dashboards for the questions you ask every week. *** ### People Smart Lists | Smart List Name | Filters | Match | What it's for | | --------------------------------------- | ---------------------------------------------------------------- | ---------------------------------------- | ------------------------------------------------------------------------------- | | **🔑 Decision Makers – Active Clients** | Category = Client Contact + Role = Decision Maker | Match All | Client-side decision makers at current accounts — keep these relationships warm | | **🔥 Key Relationships** | Keyword = Key Relationship | Match All | Your most important contacts across all categories | | **🧊 Client Contacts Gone Cold** | Category = Client Contact + Activity not in last 60 days | Match All (sub-filter: Do Not Match All) | Client contacts you haven't been in touch with recently — worth a check-in | | **🎯 Warm Prospect Contacts** | Category = Prospect Contact + Keyword = Warm Introduction Needed | Match All | Individuals at companies you're actively pursuing | | **🤝 Best Referral Sources** | Relationship = Referred to | Match All | Contacts who have sent you business — people worth nurturing | | **🆕 Added This Month** | Create Date = this month | Match All | New contacts added recently — ensure they're properly categorised | *** ### Company Smart Lists | Smart List Name | Filters | Match | What it's for | | ----------------------------- | ---------------------------------------------------- | --------- | ----------------------------------------------------------------------- | | **💼 Active Client Accounts** | Category = Active Client | Match All | All current client engagements | | **🔁 Retainer Clients** | Category = Active Client + Keyword = Retainer Client | Match All | Clients on ongoing monthly engagements — watch renewal dates | | **⚠️ At-Risk Accounts** | Keyword = At-Risk Account | Match All | Clients flagged for attention — needs a conversation | | **🔔 Renewals Due** | Keyword = Renewal Due | Match All | Accounts with upcoming contract renewals — act before they go to market | | **📤 Active Prospects** | Category = Prospect | Match All | Companies you're currently pitching or in active conversation with | | **💤 Dormant Past Clients** | Category = Past Client | Match All | Former clients worth re-engaging | *** ### Opportunity Smart Lists | Smart List Name | Filters | Match | What it's for | | ----------------------------------- | --------------------------------------------------------------------------- | --------- | ------------------------------------------------------------------ | | **📥 New Enquiries** | Pipeline & Stage = Initial Contact | Match All | Fresh conversations that need a response — don't let these sit | | **📝 Proposals Out** | Pipeline & Stage = Proposal Submitted | Match All | Submissions awaiting a decision — follow up if stuck beyond a week | | **⚖️ In Negotiation** | Pipeline & Stage = Negotiation | Match All | Deals being actively worked — need regular attention | | **📋 Contracts Awaiting Signature** | Pipeline & Stage = Contract Out | Match All | Agreed deals where signature is pending — follow up fast | | **📆 Closing This Month** | Forecasted Close Date = this month | Match All | What you expect to close — your near-term revenue view | | **🚨 Stalled Pitches** | Pipeline & Stage = Proposal Submitted + Modify Date = more than 14 days ago | Match All | Proposals with no movement — needs action before they go cold | *** ### Project Smart Lists | Smart List Name | Filters | Match | What it's for | | ------------------------------ | --------------------------------------------------- | --------- | ---------------------------------------------------------------- | | **🎬 Active Campaigns** | Pipeline & Stage = Creative Development | Match All | Work actively in progress — check for blocked deliverables | | **⏳ Awaiting Client Approval** | Pipeline & Stage = Client Presentation | Match Any | Ball is in the client's court — follow up if stuck | | **✏️ In Revisions** | Pipeline & Stage = Revisions | Match All | Projects addressing client feedback — watch turnaround time | | **💰 Invoices Not Sent** | Pipeline & Stage = Reporting & Wrap | Match All | Completed work not yet billed — invoice immediately | | **🧾 Payment Pending** | Pipeline & Stage = Invoice Sent | Match All | Outstanding invoices — check payment status and chase if overdue | | **✅ Completed This Month** | Pipeline & Stage = Complete + End Date = this month | Match All | Projects wrapped this month — useful for revenue reporting | *** ### Task Smart Lists | Smart List Name | Filters | Match | What it's for | | -------------------------------- | ------------------------------------------ | --------- | ------------------------------------------------------- | | **🔴 Overdue Tasks** | Status = Incomplete + Due Date = past | Match All | Anything already past due — triage immediately | | **📅 Due Today** | Status = Incomplete + Due Date = today | Match All | Today's task focus list | | **📬 Client Follow-Ups Pending** | Category = Follow-Up + Status = Incomplete | Match All | Outstanding follow-ups with clients across all projects | | **✍️ Approvals to Chase** | Category = Approval + Status = Incomplete | Match All | Tasks flagged for chasing client approval | *** ### Calendar Smart Lists | Smart List Name | Filters | Match | What it's for | | --------------------------------- | ------------------------------------------------------- | --------- | ------------------------------------------------ | | **📞 Client Meetings This Week** | Category = Client Meeting + Start Date = this week | Match All | All client-facing time booked this week | | **🎨 Production Days This Month** | Category = Production / Shoot + Start Date = this month | Match All | Shoot days and major production blocks coming up | | **🏆 New Business This Week** | Category = New Business + Start Date = this week | Match All | Pitches and prospect meetings this week | *** ### Pro Tips for Smart Lists * **Pin your daily drivers.** Add "Overdue Tasks", "Awaiting Client Approval", and "Invoices Not Sent" as Favourites so they're always one click away. * **Use emojis in Smart List names** to identify the purpose of a list at a glance — especially useful in a shared team environment. * **Organise Smart Lists into folders** — create folders for Opportunities, Projects, Clients, and Tasks to keep the sidebar manageable as your list grows. * **Shared Smart Lists are team dashboards.** A small set of shared lists visible to the whole team replaces most status update conversations. *** ## Making It Your Own Everything in this guide is a starting point. The best setup is the one that reflects how your agency actually works — and that will change as you grow, add services, or shift your client mix. After a few weeks of active use, come back and adjust: * **Categories and keywords** — remove any you're not using. A short, clean list beats a comprehensive one that nobody maintains. * **Pipeline stages** — if a stage is always empty or always skipped, remove it. Your pipeline should mirror your actual process, not an idealised one. * **Activity Sets** — the first version is an educated guess. After 5–10 projects, you'll know exactly what the timing should be and which tasks to add or remove. * **Smart Lists** — pin what you check every day; remove what you never open. Your sidebar should feel like a control panel. * **Custom fields** — if you're writing the same information in notes on every project (PO number, client portal URL, hours budgeted), that's a signal it should be a custom field so it's searchable. > **Tip for teams:** Individual Daylite users can personalise their own default views, Smart List favourites, and task display settings without affecting anyone else. Encourage each team member to set up their own workspace — an account manager's view should look different from a creative director's. *** ## Using Daylite as an Agency Team Agencies are almost always team operations — account leads, creatives, strategists, producers, and ops all touching the same client records. Daylite is designed for this, but it only works if the team uses it consistently. **Establish clear record ownership.** Every Opportunity and Project has an Owner field. For agencies, the Account Lead typically owns the Opportunity through to contract, then owns the Project through delivery. Ownership determines whose pipeline and board the record appears on — so clean ownership means each person sees their own work clearly. **Set a shared visibility policy.** By default, all records are visible to every Daylite user. For most agencies this is correct — the creative director should be able to see the client brief, and the account manager should be able to see project status. Keep records visible to all unless there's a specific reason for privacy (e.g. sensitive commercial negotiations). **Delegate tasks, don't just mention them in Slack.** When work is handed off between team members, create a delegated task in Daylite rather than a message. Delegated tasks appear in the recipient's task list and remain visible to whoever assigned them — no chasing required. **Use Activity Sets to distribute work automatically.** When you apply the Campaign Kickoff Activity Set to a new project, configure the tasks to auto-assign to the right team member by role — briefing tasks to the account lead, creative tasks to the creative director, invoicing tasks to finance. This turns a contract signature into a properly distributed workplan in a single click. **Agree on naming and data entry conventions.** The Opportunity naming format, how pipeline stages are used, which keywords are applied when — these conventions only work if everyone follows them. Document them in a shared note before you onboard your second team member. Even a one-page reference prevents the database from fragmenting into individual interpretations. **Run your weekly team review from Daylite.** Use the Opportunities Board, Projects Board, and the key Smart Lists as the agenda for your weekly account review — not a separately prepared status doc. When the team updates records consistently, the boards become the single source of truth. *** ## Tips for Day-to-Day Use * **Start every morning with your Boards and Smart Lists, not your inbox.** Scan the Opportunities Board for proposals with no movement, contracts not yet signed, and a thin top of funnel — set a default pipeline so every new enquiry appears automatically. Check the Projects Board for projects stuck in approval and delivered work not yet invoiced. Open overdue tasks and active approvals before touching email. This keeps you driving the work rather than reacting to it. * **Link every email to the contact, opportunity, or project.** Mail in Daylite links inbound and outbound emails directly to the relevant records — so the full conversation history is on the client record, not buried in someone's personal inbox. If a client ever disputes what was agreed, your linked email history is your protection. * **Add a note after every client call or meeting.** Brief is fine — "Client confirmed: no competitor lockout, approval can be verbal for social posts under 500 words." Notes build a paper trail that protects the agency and ensures continuity when team members change. * **Apply Activity Sets the moment a contract is signed.** Don't wait until kickoff. The moment a deal is confirmed, apply the Campaign Kickoff Activity Set — it distributes the next 10–12 tasks to the right team members automatically. * **Review your retainer accounts monthly.** Use the "Renewals Due" Smart List to make sure every retainer renewal is on the account lead's radar well before the contract date. Renewals that aren't actively managed tend not to renew. *** ## Quick-Start Checklist Follow this checklist to set up Daylite and establish the workflows your team will use every day. **People Setup** * [ ] Create People categories: Client Contact, Prospect Contact, Freelancer / Contractor, Media / Press, Partner, Industry, Personal * [ ] Add People keywords for seniority, relationship status, specialty, and lead source * [ ] Define Roles: Decision Maker, Day-to-Day Contact, Creative Approver, Legal / Contracts, Billing Contact, Collaborator * [ ] Set up Relationships: Referred by / Referred to, Works with, Manager of / Managed by, Introduced by / Introduced to **Companies Setup** * [ ] Create Company categories: Active Client, Past Client, Prospect, Partner Agency, Supplier / Vendor, Media / Publisher * [ ] Add Company keywords for engagement type, service area, and account health * [ ] Set Company Types and Industries relevant to your client mix * [ ] Set up Company Roles: Primary Contact, Decision Maker, Creative Approver, Billing Contact **New Business Pipeline** * [ ] Build the New Business pipeline with 7 stages * [ ] Set Opportunity categories by service discipline * [ ] Add Opportunity Types (new business sources) * [ ] Add Win/Loss reasons * [ ] Set the New Business pipeline as your default (Settings > Pipelines) **Campaign & Project Delivery** * [ ] Build the Project Delivery pipeline with 11 stages * [ ] Set Project categories and keywords * [ ] Add custom fields to Project: Purchase Order Number, Invoice Number, Payment Received Date, Hours Budgeted, Client Portal URL * [ ] Add custom fields to Opportunity: Agreed Fee, Monthly Retainer Value, Retainer Start Date, Contract Expiry Date **Calendar** * [ ] Set up Calendar categories: Client Meeting, Internal Creative Review, New Business, Production / Shoot, Strategy Session, Admin, Deadline, Team **Activity Sets** * [ ] Create "New Business Pitch" Activity Set * [ ] Create "Campaign Kickoff" Activity Set * [ ] Create "Retainer Monthly Check-In" Activity Set **Forms & Custom Fields** * [ ] Create Creative Brief form (Project) * [ ] Create New Business Qualification form (Opportunity) **Email Templates** * [ ] Build Inbound Enquiry Response template * [ ] Build Proposal Delivery template * [ ] Build Project Kickoff Confirmation template * [ ] Build Creative Approval Request template * [ ] Build Project Close & Results Summary template **Smart Lists** * [ ] Create People Smart Lists: Decision Makers – Active Clients, Key Relationships, Client Contacts Gone Cold, Prospect Contacts – Warm, Best Referral Sources * [ ] Create Company Smart Lists: Active Client Accounts, Retainer Clients, At-Risk Accounts, Renewals Due, Active Prospects * [ ] Create Opportunity Smart Lists: New Enquiries, Proposals Out, In Negotiation, Contracts Awaiting Signature, Stalled Pitches * [ ] Create Project Smart Lists: Active Campaigns, Awaiting Client Approval, In Revisions, Invoices Not Sent, Payment Pending * [ ] Create Task Smart Lists: Overdue Tasks, Due Today, Client Follow-Ups Pending * [ ] Create Calendar Smart Lists: Client Meetings This Week, New Business This Week * [ ] Pin daily-use Smart Lists as Favourites in the sidebar **Data Migration** * [ ] Import existing contacts in groups by Category * [ ] Link People to their Companies with appropriate Roles * [ ] Create Company records for all active and past clients before importing contacts --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. 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